If You Are Attractive and Fair, I’ll Do it Myself! Assessing Mass Customization Processes in the Light of Product Aesthetics and Perceived Fairness

This research analyzes the impact of different mass customization toolkits (i.e. functional, aesthetic, and supreme toolkits) and mass customization toolkit options (many vs. few) on customers’ process enjoyment and satisfaction with the company. It further analyzes whether customers’ evaluation of the mass customization process differs in a fair vs. unfair scenario. Product category involvement and product category expertise and their moderating effects are assessed. Results from three experimental studies demonstrate that process enjoyment with an aesthetic toolkit is higher than with a functional toolkit, and that a supreme toolkit does not increase process enjoyment further. Moreover, the paper reveals that perceived fairness plays a significant role in customers’ satisfaction with the company. Important implications for managers are discussed.